Online versus Bricks-and-Mortar Retailing: A Comparison of Price, Assortment, and Delivery Time

  title={Online versus Bricks-and-Mortar Retailing: A Comparison of Price, Assortment, and Delivery Time},
  author={Zhaolin Li and Steven Qiang Lu and Masoud Talebian},
  journal={IO: Empirical Studies of Firms & Markets eJournal},
  • Zhaolin Li, Steven Qiang Lu, Masoud Talebian
  • Published 2014
  • Engineering
  • IO: Empirical Studies of Firms & Markets eJournal
  • The popularity of online retailing has created great opportunities and challenges for retailers. A key challenge faced by many retailers is to choose between the clicks, the bricks-and-mortar, and the bricks-and-clicks strategies. In this paper, we develop a comprehensive framework for selecting the appropriate distribution channel given assortment, logistic, and consumer characteristics. Under the traditional bricks-and-mortar retail model, the retailer displays and sells the assortment in a… CONTINUE READING
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